This is the inaugural volume of the book series "European Marketing Academy Insights", a flagship publication of the European Marketing Academy (EMAC). This volume, which showcases top research from the EMAC Spring Conference 2025, was developed through a rigorous two-stage review process, and presents high-impact contributions under the theme Human and Smart Marketing: Strategic Transitions in Intelligence, Sustainability, and Inclusion. Produced for both academic and practitioner audiences, it features dual abstracts, interdisciplinary perspectives, and a focus on behavior change and real-world relevance. The series reflects EMACs commitment to global scholarly exchange and inclusivity. This first volume sets a new standard for conference-based publications, offering advanced insights into marketing technologies, customer understanding, and strategic innovation. It is a collaborative effort by leading scholars across Europe, with editorial oversight by the EMAC Insights Book Series Board.
Part 1: Strategic AI Integration and Hybrid Intelligence in Services.-
Beyond adoption: A conceptual framework for integrating generative AI in
organisations.- From promise to practice: perceptions and barriers to
AI-Assisted services in Swiss health insurance.- Achieving more creative
performance in co-creation from consumers through physical verbal
personification: examination of the role of transportation and mental imagery
ability.- Selling in the digital age: tailoring information to B2B buyers'
situational needs.- Part 2: Pro-environmental Values and Sustainable
Behaviour.- Valuing repair under cost constraints: evidence from accepted
relative repair costs in Europe.- True Price campaigns: consumers emotions
and loyalty in food retail.- Exploring consumer preferences for electric
vehicle mileage tax structures.- Green to be seen? The moderating role of
social visibility in personality-driven sustainable purchase intentions.-
Part 3: Human-Centric Dynamics in Relationship Marketing.- How building
rapport with sales personnel can lower consumers chopping costs: the power
of consumers sustainable relationship building with sales personnel & its
impact on switching cost.- Background music in retail: when taking it slow
may benefit you.- The influence of perceived congruity and information
processing mode on consumer response to the free gift with purchase
promotions.- Part 4: Niche Segments and Market Vulnerabilities. -
Understanding the role of design similarity in shaping attitudes and
intentions toward dupe brands.- Blind consumers and ways forward: an
up-to-date systematic literature review.- Knowledge sources and export
performance: a tri-decadal perspective on the determinants of Indias
pharmaceutical exports.
Anett Erdmann is Lecturer and Researcher in Marketing at Comillas Pontifical University, Madrid, Spain. Her research focuses on consumer value perception, pricing strategy, and marketing analytics. She has published in leading journals, chaired major conferences (EMAC 2025, AEMARK 2023), and taught in international Masters programs in Chile and Germany. She previously served as Academic Department Chair and Director of the Marketing Masters program at ESIC University.
Susana Fernandez-Lores is Senior Lecturer in Marketing at Complutense University of Madrid, Spain. Her research explores brand communication, digital consumer behavior, and sustainability. She has led funded research projects with industry partners and received a knowledge transfer award from UCM. She is Associate Editor of the Spanish Journal of MarketingESIC and an active member of AEMARK, AEDEM, and EMAC.
Morana Fuduric is Associate Professor of Marketing at the University of Zagreb, Croatia. Her research focuses on media consumption and technological disruption across digital platforms, marketing, and advertising. She has published widely and received the Journal of Advertising Best Article Award in 2019. She currently serves as EMAC Vice President for Membership and Communication.
